The Background: In India, the first case of the Swine Flu was detected in Hyderabad. After that, more confirmed cases were reported and as the rate of transmission of the flu increased. In 2012 alone. Swine Flu claimed 346 lives in India. It's a disease that has caused widespread panic due to lack of awareness and testing facilities.
The Brief: Seth Pathology Laboratory. a leading pathology lab in Porbandar, Gujarat, wanted to put their best foot forward and run a CSR initiative campaign by providing free Swine Flu tests for 100 people. They also hoped to highlight their laboratory's advanced testing facilities.
The Idea: Looking at the situation. we specially designed a business card as an envelope. The person who wanted to avail of the free test needed to merely pen his number into the card and lick it shut. The business card already had the doctors name and address printed on it and the postage was prepaid. On receiving the card. the pathology lab conducted a ‘scrape test’ on the licked surface and tested the waxed and stained sample for the Swine Flu. Results were texted to the number in the card.
The Results: The cards were distributed over a month by the laboratory over the counter and through the doctors. Within 3 weeks, the first 100 samples arrived for free testing. Only 2 positive cases were found and were treated successfully well before any signs of danger.
Advertising Agency: Publicis Communication, Mumbai, India
Credits - Chief Creative Officer: Ashish Khazanchi / Executive Creative Director: Ferzad Variyava
Art Director: Anant M Singarwadi / Copywriters: Ferzad Variyava, Manan Pandya / Illustrators: Ramesh Nannware, Sahebrao Hare / Additional credits: Manan Pandya
Client: Seth Pathology Laboratory